City Financial Marketing Group

What City Financial Marketing Group does

City Financial Marketing Group Limited, trading as CFM Group, is a privately held Irish insurance broker regulated by the Central Bank of Ireland and headquartered in Dublin with a regional office in Cavan. The firm operates as an intermediary between insurance seekers and a network of over 50 partner insurers and underwriters across Ireland and the UK, earning commission-based revenue on policies placed. It serves over 100,000 customers in total, including 4,000+ business clients, and employs more than 100 staff.

CFM Group's commercial offering spans 14 specialised product lines, including business and employer liability, fleet, hospitality, cyber, construction, electrical and solar contractors, shop and retail, apartment blocks, commercial property, professional indemnity, emergency accommodation, performance bonds, private client, and government contracts insurance. Personal lines are distributed indirectly through eight affiliated consumer brands covering life, home, travel, car, young driver, ladies, van, and taxi insurance. The go-to-market model is sales-led, combining direct phone and website engagement, in-person consultation at Dublin and Cavan offices, and referral traffic from the partner-branded sites.

Revenue mechanics are commission-based with annual billing cycles and no publicly disclosed pricing tiers; premiums are tailored per customer via risk assessment. The firm has no disclosed parent company, no institutional investors, and no M&A history in the available record. There is no documented proprietary technology platform, API offering, or AI/ML capability, with operations appearing to rely on standard broker-management tooling. Marketing is conducted through the corporate website and organic social presence on LinkedIn, Facebook, and Instagram.

Name

City Financial Marketing Group

Legal name

City Financial Marketing Group Limited T/A CFM Group

Website

https://cfmgroup.ie

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

CFM Group is a Dublin-based, Central Bank of Ireland-regulated insurance broker placing business and personal insurance through a network of 50+ partner insurers for 100,000+ customers across Ireland and the UK.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Commercial Lines Insurance Brokerage (FSAEADAB)

akta.pro secondary industry

Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)

Keywords

• Insurance brokerage
• Commercial insurance
• Personal insurance
• Fleet insurance
• Professional indemnity

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Insurance Brokerage Services: CFM Group acts as an intermediary between customers seeking insurance coverage and insurance providers. The company earns commissions from partner insurers for placing business. Revenue is generated through brokerage fees and commissions on insurance policies placed with their network of over 50 insurance providers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

City Financial Marketing Group, trading as CFM Group, is an Irish insurance broker regulated by the Central Bank of Ireland. The company acts as an intermediary between customers seeking insurance coverage and a network of over 50 partner insurers and underwriters in Ireland and the UK. It places 14 core commercial insurance products (including public/employer liability, fleet, hospitality, cyber, construction, retail, professional indemnity, and government contracts) and routes individual consumers to 8 partner-branded personal insurance services (life, home, car, van, taxi, travel, and specialty driver cover). Revenue is earned through commissions paid by partner insurers for placed business.

Product overview

CFM Group is an Irish insurance broker offering a comprehensive portfolio of commercial and personal insurance products. The core offering consists of 14 commercial insurance products including Business Insurance (Public & Employer Liability), Fleet Insurance, Hospitality Insurance, Cyber Insurance, Construction Insurance, Electrical & Solar Contractors Insurance, Shop and Retail Insurance, Apartment Blocks Insurance, Commercial Property Insurance, Professional Indemnity Insurance, Emergency Accommodation Services Insurance, Performance Bonds Insurance, Private Client Insurance, and Government Contracts Insurance. Additionally, the company provides access to 8 partner insurance services including Life Insurance, Home Insurance, Travel Insurance, Car Insurance, Young Driver's Car Insurance, Ladies Car Insurance, Van Insurance, and Taxi Insurance through partner websites. The company serves over 100,000 customers and 4,000+ business clients with relationships with 50+ insurance providers.

Differentiator

Problem solved

Functional benefit

Products and services

• Business Insurance - Public & Employer Liability Insurance coverage for businesses against public liability and employer liability claims, protecting against third-party injuries and employee workplace injuries.
• Fleet Insurance Tailored commercial fleet insurance for businesses with multiple vehicles, providing coverage for all fleet sizes.
• Hospitality Insurance Tailored insurance solutions for the hospitality sector, covering hotels, restaurants, and hospitality businesses at affordable rates.
• Cyber Insurance Insurance coverage protecting businesses against cyber threats, data breaches, and digital risks.
• Construction Insurance Comprehensive insurance coverage for construction projects of all sizes, protecting against project-specific risks.
• Electrical & Solar Contractors Insurance Specialized insurance coverage for electrical and solar installation contractors, addressing industry-specific risks.
• Shop and Retail Insurance Efficient retail insurance solutions addressing the unique demands of the retail sector for businesses of all sizes.
• Apartment Blocks Insurance Tailored insurance coverage for apartment block owners, addressing the unique needs of multi-unit residential properties.
• Commercial Property Insurance Insurance packages protecting business properties against unexpected events and disruptions, tailored to property portfolios.
• Professional Indemnity Insurance Insurance coverage safeguarding professionals against financial and reputational risks arising from negligence claims.
• Emergency Accommodation Services Insurance Comprehensive insurance policies for providers offering emergency accommodation services.
• Performance Bonds Insurance Bonds insurance services securing appropriate coverage for clients with support and advice throughout the bonds term.
• Private Client Insurance Insurance coverage protecting the wealth and high-value assets of private clients with exceptional protection.
• Government Contracts Insurance Specialized insurance solutions for government contract requirements, customized plans for project-specific needs.
• Life Insurance Life insurance services offered through partner brand lifebroker.ie.
• Home Insurance Home insurance services offered through partner brand insuremyhouse.ie.
• Travel Insurance Travel insurance services offered through partner brand insuremyholiday.ie.
• Car Insurance Car insurance services offered through partner brand insuremycars.ie.
• Young Driver's Car Insurance Specialized car insurance for young drivers offered through partner brand coverinaclick.ie.
• Ladies Car Insurance Specialized car insurance for women offered through partner brand missquote.ie.
• Van Insurance Van insurance services offered through partner brand insuremyvan.ie.
• Taxi Insurance Taxi insurance services offered through partner brand insuremytaxi.ie.

Quantifiable outcome

• Serving customers regardless of claims history

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Insurance Providers and Underwriters NetworkcoreChannel Partner/ Reseller/ DistributorCFM Group maintains strong relationships with insurance providers throughout Ireland and the UK. With a network of over 50 partner insurers, the company provides comprehensive coverage options and competitive premiums for customers regardless of their claims history.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• PIB Group: UK-headquartered insurance broker group with Irish commercial brokerage operations following acquisitions. Comparable on UK/Ireland commercial SME brokerage, multi-carrier panel, and roll-up consolidation strategy targeting mid-market brokers.
• Aon Ireland: Global insurance and reinsurance brokerage with a significant Irish presence serving commercial clients. Comparable in commercial insurance brokerage, multi-carrier access, and risk advisory, though at much larger scale and broader portfolio than CFM.
• Marsh Ireland: Global insurance broker and risk advisor operating in Ireland across all commercial lines. Comparable on commercial brokerage and risk advisory offerings, with overlap on cyber, construction, and property specialty lines though serving primarily larger enterprise accounts.
• Willis Towers Watson (WTW) Ireland: Global advisory and brokerage firm with Irish commercial insurance brokerage. Comparable in commercial insurance placement, specialty expertise, and risk advisory, though serving broader portfolio including large corporates and employee benefits.

Direct peers

• O'Leary Insurances: Long-established Irish commercial insurance broker with similar multi-carrier panel approach and sector specialization. Comparable on Irish SME commercial brokerage, claims-handling service, and multi-line advisory model.
• FBD Insurance: Irish insurance provider with both underwriting and brokerage operations, serving commercial and personal lines. Comparable in Irish market positioning, multi-line offering, and SME / agriculture commercial focus overlapping with CFM's hospitality and van/taxi segments.
• Howden Ireland: Independent insurance broker group expanding in Ireland with strong commercial lines and specialty expertise. Comparable on multi-carrier panel, commercial SME focus, and specialty placement capabilities including construction and hospitality.
• Arachas: Ireland's largest independent insurance broker, operating across commercial and personal lines with multi-carrier panel access. Directly comparable to CFM on Irish brokerage, SME/commercial focus, and multi-carrier distribution model.
• Bollington Insurance: UK commercial insurance broker with strong SME and mid-market commercial focus, now part of Gallagher. Comparable on multi-carrier commercial broker model, sector specialization, and UK/Irish geographic footprint.

Emerging players

• Clear Group: Irish insurance broker specializing in commercial and specialist lines with growing market presence. Comparable on Irish commercial brokerage, multi-carrier panel access, and focus on niche commercial segments similar to CFM's specialty offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/cfmcavan
• LinkedInlinkedin.com/company/cfm-group-ltd-
• Instagraminstagram.com/cfmgroup.ie
• Xx.com/cfmgroupie

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about City Financial Marketing Group